Research On The Influence Of The Microblog Opinion Leader

This paper is based on the micro-blog, and introduces the classic theory of "Opinion Leader" into the research of the micro-blog. The opinion leaders are a part of people which provide information to the mass as well as judgments and clarification. In this way, they can affect other people’s opinion and behaviors. Opinion leaders exist in all the areas of the society and take an important role in the information communicationOpinion leaders also exist in the micro-blog. In the environment of micro-blog, opinion leaders act in a different way compared to the traditional opinion leaders, where opinion leaders are granted more right to speak. Micro-blog opinion leaders take an important role in micro-blogs, such as setting topics, guiding and supervising the public opinions, arouse the "silent spiral" and micro-blog public welfare, etc. Especially when hot issues break out, micro-blog opinion leaders take a much more obvious role in guiding the public opinions, drawing the attention of the society, and promoting the solving of the issues. Thus, micro-blog opinion leaders play a positive role in building harmonious micro-blog public environment and healthy network culture.What’s more, we should notice that because of the loss of the related policies and laws, micro-blog opinion leaders also take negative effect influence to the network environment. Publics also influence the micro-blog opinion leaders when accepting the leaders’opinions. Thus, the government and legislature should play its role in guiding and regulating. Micro-blog opinion leaders also need to improve the media quality, use the right of speak in a more careful way, and improve the skill of guiding public opinions. Only in this way, micro-blog opinion leaders can play their positive effects and guarantee the harmoniousness of micro-blog environment. In this paper, it is also put forward that how to regulate the opinion leader of micro blog.The micro-blog of Lvqiuluwei was set as the sample, which was characterized by triple "highs"-high information throughput, high information processing degree, high comments and forwards degree. Thus, we took it as our example in our micro-blog opinion leader study.